Nuggets, Nibbles, Morsels, Crumbs

“This book has so many ideas. They grab you right away, in any one of the sections… Charlie does a great job describing the problems many of us face and often overlook, along with some helpful ideas that can spark some solutions.”

For about five years, Charlie Hopper has written a restaurant marketing column for Food & Drink magazine. Turns out, that’s enough good advice to fill an e-book: Nuggets, Nibbles, Morsels, Crumbs: Selected Restaurant Marketing Columns from Food & Drink Magazine is an excellent companion-piece to Hopper’s Selling Eating: Restaurant Marketing Beyond the Word “Delicious.” If you or someone you love (or even just like a little bit) is involved with getting people interested in repeatedly choosing a particular restaurant, the tons of useful ideas from both/either of these books will be very helpful. (Also, entertaining.) (Also, at times, challenging-in-a-good-way.)


Table of Contents

FOREWORD

By: Brian Hipsher
Vice President of Marketing at City Barbecue

PREFACE

1. Brand Differentiation.

If you think your food tastes better than others, why would you describe it the same way everybody else does?

2. Kids’ Programs.

Putting a googly-eyed mutant on your kids menu isn’t really much of a long-term customer loyalty strategy.

3. Promotions.

“Deploy the Mildly Ironic Bacon Product!” and other thought-starters for (briefly) attracting attention.

4. Positive Energy.

Consumers like brands that look alive, like the lights are on and there’s somebody home. Here’s how to at least fake the appearance of life.

5. QR Codes.

The brilliant technology we’re not sure what to do with.

6. Discounting.

Are you using Groupon, or vice versa?

7. Social Media.

How healthy is your Twitter, if you don’t mind my asking?

8. Staying Current.

Smile, your customers are taking pictures: it’s etiquette & civility vs. Twitter & Instagram.

9. Packaging.

What does your packaging say about your company’s brand?

10. Good Problems.

What problem does your restaurant solve?

11. Attention Grabbers.

Are there limits to limited time offers?

12. Stopping For a Bite.

Surviving the Great American Restaurant Browse.

13. Missed Opportunities.

The cost never shows up in accounting, but it’s still a cost.

14. Knowing the Benefit.

Not just what makes a restaurant different, but what makes it important.

15. Tonality.

What you give up when you go “Vaguely Positive.”

16. You’ve Got Something to Say.

Who should be the one to say it?